Profile: Naturals—A Marketer’s Dream

Posted: April 2, 2007

Retailers worldwide are looking to cash in on the natural and organic trend, which has grown approximately 18% each year since 2003, reflecting changing social and economic norms. Some, like Wal-Mart, are addressing the underlying social and environmental concerns of its consumers through policy shifts with its suppliers. Consumers, who used to have to venture to specialty stores or natural grocery chains for a full product selection, are finding natural and organic offerings making their way into the mainstream marketplace.

One such brand is Noah’s Naturals, recently launched in 366 Wal-Mart stores. The brand includes three product lines: It’s All Good, for hair and body; Honest to Goodness, for hair, bath and body; and Heal Thyself, a line of aromatherapy products. All products are paraben-free, and the three lines’ appeal is aimed at consumers who want alternatives to high-priced specialty brands.

“The natural and organic movement, we believe, is much more of a lifestyle shift than merely a trend. Further, we see an enormous opportunity to bring earth-friendly ingredients that work to bath and beauty consumers starving for great products at a real price point,” said Noah Bremen, CEO of Noah’s Naturals.

With his background in product marketing of health, beauty and personal care brands within the mass market arena, and spotting developing categories, Bremen believes venturing into the natural arena was simply the next logical step.